CEO Bost out at O'Neill-licensing firm

2013-05-08 06:34:34

La Jolla Group, an Irvine apparel-licensing company for O'Neill and other action-sports brands, has replaced CEO Toby Bost and hired a president for the O'Neill brand.

Current Executive Vice President Daniel Neukomm will be the new CEO, and former Quiksilver Americas General Manager Steve Wilson started Tuesday as O'Neill president, according to Marc Fiore, general manager of motorsports division of La Jolla Group who oversees the FMF and Metal Mulisha brands. He would not comment on the reason for the changes but said "there was no drama to it."

Bost has been CEO since October 2006 and helped diversify the company into brands beyond surfwear. In February, he was featured on the CBS reality TV show "Undercover Boss."

Bost could not be reached for comment.

Marie Case, a Newport Beach marketing and research consultant for the action sports industry, said, "I think it was surprising for most people. I have been told that things were going well with the launch of the new girls line for O'Neill."

La Jolla Group licenses the clothing brands O'Neill, Metal Mulisha, Rusty and FMF, according to the company website.